Yahoo’s search engine advertising click through rates have increased following the introduction of its new ranking model, according to study findings released by comScore Networks.
Click through rates increased 5% for Yahoo sponsored ads the week ending Feb. 11 and rose 9% the week ending Feb. 18. Click through volume has shifted from algorithmic to sponsored Web pages.
“ComScore will continue to monitor the performance of the ranking model and plans to issue additional analysis at the end of the first quarter,” said in a statement James Lamberti, senior vice president of media and search solutions.
The study is based on online behavior of comScore’s sample of 1 million U.S. Internet users.
Network
